BUSINESS

Trip.com Plans $2 Billion Marketing Push for China Inbound Travel

Published: Jun. 2, 2026 2:27 p.m. GMT+8

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Despite advantages such as rich resources and extensive infrastructure, China still faces challenges in attracting more foreign visitors, Trip.com co-founder and Executive Chairman James Liang Jianzhang said Monday at an inbound tourism forum. Photo: VCG

Trip.com Group Ltd. plans to invest approximately 15 billion yuan ($2.2 billion) over the next five years in marketing campaigns aimed at bringing more overseas travelers to the Chinese mainland and helping make it the world’s top tourist destination.

Nasdaq-listed Trip.com will allocate the funds toward brand endorsements, influencer promotions and offline marketing campaigns, co-founder and Executive Chairman James Liang Jianzhang said Monday at an inbound tourism forum in Guilin, Guangxi Zhuang autonomous region.

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Trip.com Group Ltd. to invest 15 billion yuan ($2.2 billion) over 5 years in marketing to attract overseas travelers and make China top tourist destination.
Inbound tourism rebounding: 35.2 million foreign trips in 2025 (up 30.5% YoY), visa-free entries over 70%. Tourism revenue <1% of GDP.
Challenges include limited internet access, nightlife, and entertainment. Trip.com suggests targeting high-spending travelers from US, Australia, Europe, Gulf states, and Southeast Asia.

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Who’s Who

Trip.com Group Ltd.: Trip.com Group Ltd. plans to invest 15 billion yuan ($2.2 billion) over five years in marketing to boost inbound tourism to China. The Nasdaq-listed firm aims to make China the world’s top destination, targeting $300 billion in foreign exchange by 2030.

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What Happened When

2025：: China recorded 35.2 million inbound trips by foreigners, up 30.5% year-on-year and 10.3% above 2019 levels; visa-free entries accounted for over 70% of the total, rising nearly 50% year-on-year.

June 1, 2026：: Trip.com co-founder James Liang announced a 15 billion yuan ($2.2 billion) five-year investment plan to boost inbound tourism to China, at an inbound tourism forum in Guilin.

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